intarget for Benetton
Digital transformation and Audience Strategy
- MARKETING TECHNOLOGY
- DATA ARCHITECTURE
- AUDIENCE STRATEGY
The Italian fashion brand “United Colors of Benetton” is present globally with a network of thousands of stores. The online store, despite steady growth, had the potential for further development. Hence the wish to take action to learn more about the customer base through the use of first-party data.
Data sources were fragmented, organized in “silos” and not being used to analyze and create first-party audiences to be enable on advertising platforms.
The implementation of the Data Lake on Benetton’s proprietary cloud ensured privacy over the entire data usage cycle. Consents were continuously verified, potential sensitive data to the Google Marketing Platform anonymized. The Data processed did not go past the Benetton-owned platform.
The creation of the Marketing Data Lake was part of a digital transformation process.
Once the data was integrated, we were able to enable it on display campaigns in programmatic via Display & Video 360 thanks to the strategic support of the media agency “Simple Agency”. The process started in Italy as a pilot country and then expanded to seven other priority markets in EMEA.
The next step was then to develop, test and implement a script that allowed optimizing the programmatic display media campaigns according to the Analytics goals. This led to a marked improvement in direct performance, bringing high-quality users to the Benetton’s e-commerce website.
• -75% CPAS YoY
• +45% CTR YoY
• -25% CPC YoY
• +25% Viewability YoY